Langley Chase Organic Farm

Specialist food brands are becoming a highly competitive; the challenge was to help Langley Chase Organic Farm stand out in a heavily crowded market place. To achieve cut through, Kallaway built a campaign around the Unexpected Shepherdess, enticing journalists with the fact the farmer is a glamorous, articulate women running a successful award winning farm. The campaign clearly positons Jane as a food hero, championing her philosophy on the importance of rare breeds and organic farming.

By emphasising important elements of the farm and produce, such as the rare breed status of the flock, ancient pastures and the awards the produce has won, we have achieved compelling stories in the target media. Highlight coverage includes The FT How to Spend It, The Times, Observer Food Monthly, Mail on Sundays You Magazine, BBC Radio 4s Food Programme, the BBC World Service, Olive and Delicious.

To extend the campaign and give it longevity we continue to evolve the story to embrace more than food and take a clear position on wider agriculture issues and the importance of educating children, through to the role of women in farming. As a result stories have been secured in a broad range of media including The Guardian, BBC1s Blue Peter and Management Today.

Activity also includes a direct contact programme for top chefs and food writers invited to have lunch at the farm and meet the sheep. This has created strong and on-going relationships between Jane and senior writers and chefs across the sector.

Traditional PR is supported via a new website, active Facebook Group and films on You Tube. Jane is now considered a celebrity farmer in food circles, with a substantial increase in orders following coverage in the media.

www.langleychase.co.uk